The marketing strategies of the ready wear companies during the crise periods

The enterprises are in an intensive competition where they face with crises as a result of faster communication, quickly generated markets and rapid market transformation at the current world situation. In this paper, the companies are examined to see what kind of strategies they implement during crises and competition to get the least damage even to make it an opportunity to make profit. The search was done among the ready wear companies that are located in Istanbul. The search includes the 2360 ready wear company that are registered in Istanbul Chamber of Commerce, the sample companies were randomly selected 369 of those 2360 companies. A questionnaire was used to gather data and the survey method is the method of the study. The data is analysed by SPSS 13.00 Windows and annotated according to the goal of the analyses. In the theoretical part of the study, crises, management of the crises and marketing concepts are examined in depth with ready wear subject. In the finding part, the data gained from the questionnaire in the small, middle and bigger companies is placed. In the conclusion part, it is seen that the ready wear companies in Istanbul face with crises in terms of different dimensions despite their long term experiences. It is concluded that if the managers of the companies can consider all the variable factors and develop the convenient marketing strategies, they may cope with the crises.